A lawsuit submitted by 1-800 Contacts towards online retailer Warby Parker has been dismissed by a federal choose.

At concern was Warby Parker’s use of 1-800 Contacts’ branded keywords to redirect searchers to the Warby Parker on the web shop, thus “confusing” possible prospects.

The choice. Kevin Castel, senior judge of the U.S. District Court docket for the Southern District of New York, dominated from 1-800 Contacts, saying that buyers are unlikely to believe that they are buying from 1-800 Contacts when they simply click on a Warby Parker ad.

Castel also claimed the companies’ trademarks had been way too dissimilar to confuse get hold of-lens buyers, who are likely to pay back close consideration to what they are purchasing and pointed out that Warby Parker’s name is obviously exhibited in the lookup results and on its website.

Castel additional that prospective consumers will choose the time to determine out that the research effects website link to Warby Parker’s site, and will as a result discern that they are acquiring from contacts from Warby Parker’s web-site. 

In my have Google research, I was not able to mimic the effects that this accommodate was based mostly on and did not uncover any Warby Parker ads initially.

1-800 Contacts reaction. A spokesperson for 1-800 Contacts mentioned following the ruling that the selection by the decide was “inconsistent with numerous well-founded lawful principles,” and that the enterprise is “evaluating suitable next measures, together with whether to appeal.”

You can go through far more about the ruling from Reuters right here.

Appears familiar. Competitive key phrase advertising lawsuits seldom turn out effectively for the trademark proprietors in court. Previously this yr we reported on an try by Edible Arrangements to sue Google above theft, conversion and racketeering. Edible Arrangements dropped.  

Why we care. This is the latest reminder that, in typical, making use of a competitor’s emblems in PPC adverts is not trademark infringement from a legal standpoint. You can go to the Google trademark help doc if you obtain your self experiencing a comparable challenge. Still, tread very carefully if you use one more brand’s keywords and phrases in your ad technique if you want to steer very clear of combating lawsuits.

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About The Creator

Nicole Farley is an editor for Look for Motor Land masking all points PPC. In addition to remaining a Maritime Corps veteran, she has an substantial background in digital advertising and marketing, an MBA and a penchant for accurate criminal offense, podcasts, vacation, and treats.


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